Motorsport New Zealand has appointed an independent promotion and event management company (10Seventy) headed by former All Black Ross Filipo, the commercial manager, who established the business with Mareet Carley, marketing and communications manager, and Rob Scrimgeour, the general manager.
After retiring from 12 years as a professional rugby player, Filipo is using his negotiation, management and public relations skills to haul New Zealand motorsport out of the doldrums.
Carley has spent the past decade as a business development manager, accredited by Business Mentor NZ, who specialises in emerging business ventures.
Although it’s refreshing to see that 10Seventy (the company name comes from Filipo’s All Black number) has players who have no motorsport background, it made the wise move of getting Scrimgeour on board. He has been a motorsport fan for many years and has worked for MSNZ on design projects.
The official launch of 10Seventy as the promotions partner for MSNZ was at Ruapuna at the opening round of summer motorsport from January 16 to 18.
“Rob knows about motorsport but it’s a bit nerve-racking for me as I’ve come from a completely different sort of sport altogether,” Filipo said. “I have noticed, though, even in the short time I’ve been involved in motorsport there’s a lot of transferable stuff you can use. The mental side of the two sports is similar in how you have to prepare yourself to go and compete.
“I understand the competition aspect, but I’ve got a fair bit to learn about what goes on under the bonnet.
“These are cool series (such as V8s, TRS, Formula Ford) and if we can get bigger grids and more classes it will be even better. For that we have built a better show around the event, such as bands, DJs and other stuff for families.”
It’s a big ask for Filipo and his 10Seventy crew to extract the sport out of the in-fighting, court cases and petty politics that have plagued New Zealand motorsport.
However, making it to the top of rugby takes conviction, passion and drive and Filipo isn’t short of any. And he’s got Carley and Scrimgeour who are equally as keen to see the sport regain the high profile it once had and to get fans back through the turnstiles.
“Sport these days is about entertainment,” Carley said. “What we’re trying to do is bring in different types of spectators.
“We are thinking about families and aligning with other sports like cycling and other target audiences, especially a younger audience.
“We have to build engagement with the audience right throughout the day not just at lunchtime when there’s no racing.
“Like Ross said, there are different pockets of fans, and if we can bring back that festival feeling it can only be a good thing.”
Filipo and his colleagues found the opening event a steep learning curve and made improvements for last weekend’s second round in Teretonga.
“It’s been a bit of a baptism of fire for us but the people have been really, really receptive to what we’re trying to do,” Filipo said.
“I’ve been surprised and floored by how open people, especially the teams and competitors, have been to a new company coming on board and trying to change the face of motorsport.”
Let’s hope MSNZ’s appointment of a promotional and events company run by people who are not so much fans of motorsport, rather entertainment, will reap rewards. But, until 10Seventy, or any promotional company, is given all the Gold Star events on the MSNZ race calendar, including Hampton Downs and Manfeild, it will be a struggle.
A promotions and event company needs to be able to build continuity throughout the whole season to build a hero brand. The same message and consistent communication in the same voice is the key to building confidence with the existing fan base. Only then can options be explored to grow the sport.
At last people that know about promotion – but it needs to be an “all tracks” deal to make sure it is coordinated to suit Fans and Race teams (drivers). Some tracks are great at promotion – Highlands Park – but still be part of the coordinating of dates.
I attended the so called “promoted” Ruapuna meeting, what a joke that was,10 seventy have a lot to learn,pathetic at best would be how i would have described the “event”